Fintech Lead Generation: 6 Strategies to Supercharge Your Pipeline

Discover 6 essential fintech lead generation strategies to create a high-yield pipeline in an ever-changing industry.

fintech lead generation

Fintech Lead Generation: 6 Strategies to Supercharge Your Pipeline

The financial technology sector is characterized by rapid innovation, complex products, and stiff competition.

If you want to succeed here, you need a unique lead generation approach.

Fortunately, that’s what we’re here for.
As an agency with extensive experience in the fintech sector, we know what works and what doesn’t.

We’ve compiled a list of highly effective fintech lead generation strategies across six major categories, from organic content to paid marketing and more.

Further reading:

This Article Contains:

Let’s get started by first understanding the unique challenges and opportunities for fintech lead generation.

What Makes Fintech Lead Generation Unique?

There’s never been a time when people didn’t care about the safety of their hard-earned money. But today, financial services are rapidly going digital. The hands-on and face-to-face transactions of the past are now processed on a screen. 

This can make people very nervous because it’s harder to decide who to trust.

Additionally, we now conduct more global transactions than ever, which creates complexity around regulations, legislation, and compliance.

New opportunities and risks are constantly emerging, so tech and regulations must continuously change to ensure security.

This is true for both B2B and B2C fintech. The risks just pan out differently. 

For example, if you sell to businesses, they need to protect their employees and customers from financial, legal, and security risks. If you sell to end users, they’re protecting their personal assets, lifestyles, and dependents.

Both sides of the financial technology coin require you to put yourself in your customers’ mindsets for effective lead generation.

These are some key obstacles and opportunities for fintech lead generation:

  • Fintech companies must modernize their lead generation and customer relationship management (CRM) systems to align with changing demands.
  • You have more tech and resources than ever to help with marketing automation, generating leads, reducing costs, and ensuring customer success.
  • Building and displaying trust indicators will majorly affect whether leads want to work with you.
  • In pursuit of building trust, you need to be able to explain your value in terms that your target audience can understand.

Let’s take a closer look at some strategies you can implement to successfully maintain a steady flow of quality leads and conversions.

6 Game-Changing Fintech Lead Generation Strategies to Boost Your Pipeline

We’ve compiled a list of vital tips and strategies, and to make things simple, we’ve divided them into six categories:

1. Content, Content, Content

There’s no better way to reach your target audience than by creating plenty of high-quality content that speaks to their needs, concerns, and pain points.

Below are three ways to do so:


Search Engine Optimization (SEO) is all about demand generation, achieved by producing content, especially blog posts, intending to regularly appear on page one of results on search engines like Google.

The aim is to be visible to searchers who may need a solution like yours on as many queries as possible. In the process, you can prove your value offer and build familiarity and trust with searchers.

Additionally, your content can target each stage of the conversion funnel, from informational queries (E.g., “What is peer-to-peer lending?”) to ones with specific purchasing intent (E.g., “Open a savings account online”).

Not only is fintech SEO highly effective at capturing high quality leads and moving them through the customer journey, it’s also very cost-effective. That’s because it doesn’t involve bidding or direct payments like paid advertising does. It’s just a matter of investing in the time and tools necessary to make your content excellent.

In essence, the key components of SEO include:

I. Keyword Research

Brainstorm keywords that a potential lead may be searching when they’re looking for a solution like yours. Consider keywords for each stage of the customer journey.

This will result in a very long list of possible topics, so you can break it down into clusters and focus on one at a time. Doing so will grow your topical authority in the eyes of search engines, which start to view you as a trusted source.

You’ll use tools (like Ahrefs, SEMrush, or Moz) to assess the value and feasibility of keywords. As a new blog, you’ll need to start with keywords that have less search traffic and lower difficulty ratings until search engines learn to trust your site.

For an example of keyword research and strategy in action, look at Wise (a payment processing platform). These are some of the organic keywords Wise ranks for:

They realized there were many potential leads among people who are traveling abroad and may need a financial service like Wise to perform international transactions. So, they built out a cluster around travel advice with helpful SEO content. 

For more insight into this crucial step, check out our keyword research guide for the SaaS industry.

II. Quality Content Creation

Create blog posts that address the search intent of queries. Ensure your content meets Google’s EEAT (Experience, Expertise, Authoritativeness, and Trustworthiness) guidelines and provides more value than your competitors.

Add relevant keywords for search engines and ensure your content is well-structured and easy to read.

III. Internal Linking

Add links between related pages as you start building out your blog. This can keep readers engaged and offer more value. It also helps search algorithms understand your site’s structure and hierarchy of information.

IV. Analytics

Use tools like Google Analytics and Google Search Console to assess the success of your SEO efforts. Note what is and isn’t working, and use the data to adjust your content marketing strategy. Remember that it can take a few weeks or months to start seeing real results.

To learn more about the SEO process, check out our SEO blog posts. Here at Startup Voyager, we’ve helped several fintech clients exceed their traffic and conversion goals through expert fintech SEO services.

B. Thought Leadership

The key to becoming a thought leader is to share unique and thought-provoking insights that position you as an industry expert.

Examples of fintech thought leadership content are:

  • Writing articles and social media posts
  • Producing white papers (E.g., original research and case studies)
  • Presenting webinars
  • Delivering talks at industry events
  • Contributing guest posts and quotes to well-known publications

For example, Brett King is the founder of Moven, a digital banking solution provider. Through thought leadership, he’s accumulated over 100,000 followers on LinkedIn and X. That’s 100,000 people who trust him and his solutions and will be more willing to buy when he promotes his fintech company.

Through this indirect marketing strategy, you can earn recognition and respect, enhancing your company’s trustworthiness and authority. This increased credibility attracts potential clients within your industry but also appeals to those outside it. 

For example, a thought leader writing about the role of fintech in governance may get policy-makers interested as leads.

C. Webinars & Multimedia

Multimedia content offers powerful opportunities to engage and attract potential clients.

For example:

I. Webinars

Webinars can allow a fintech firm to showcase their expertise, provide live demonstrations, and interact directly with their audience. Meanwhile, you can capture contact details for follow-ups, turning participants into leads.

II. Video Content

Creating videos like tutorials, explainer videos, and case studies allows you to effectively communicate complex financial concepts in an easily digestible format. Videos are sharable and engaging and can also drive traffic to your site to convert to leads.

For example, Kraken, a crypto exchange app, is racking up impressive views for its YouTube content covering hot topics, product demos, and more.

III. Podcasts

Podcasts, either self-produced or through guest appearances on established shows, enable fintech companies to reach niche audiences and demonstrate thought leadership. They can also be an opportunity to earn backlinks, website traffic, and high quality leads.

2. Website Optimization

The design and functionality of your website have a massive impact on user experience and decision-making.

Consider the following:

A. Social Proof and Trust Factors

Social proof and trust factors are crucial for establishing credibility and encouraging conversions for your fintech website.

Examples include:

  • Customer testimonials
  • Case studies with concrete figures
  • Reviews and ratings (especially from third-party platforms)
  • Industry expert endorsements
  • Certifications and awards
  • Security badges (E.g., SSL and secure payment icons)
  • Regulatory compliance information
  • Privacy policies and data protection statements
  • Media mentions and press features
  • Client logos and partnerships
  • Live chat support availability

These elements reduce perceived risk, making potential clients more comfortable and confident in engaging with your services.

Check out how Chime (a banking app) builds trust on its homepage with a dedicated security section, customer reviews, and a list of well-known publications it’s featured in.

B. On-Page Optimization and Technical SEO

Optimizing your website involves back-end tweaks to make your site fast, user-friendly, and discoverable by search engines. This ensures that visitors get what they came for and stay engaged for longer, rather than bouncing right back off the site. 

Technical optimization, therefore, increases the likelihood of converting visitors to leads.

Important elements include:

  • Page titles and meta descriptions should be engaging, short enough to avoid truncation on search engines, and correctly tagged in the html
  • Headings should be descriptive of content and correctly tagged in the html
  • Site should be mobile-optimized and work on all devices
  • Site should load quickly (in under 2 seconds) to prevent bounces
  • Site should have a user-friendly URL structure 
  • Site should have an up-to-date XML sitemap and robots.txt file

For more information, check out our comprehensive SaaS technical SEO guide.

A well-optimized website signals professionalism and reliability for fintech companies, where trust and credibility are paramount. More importantly, effective optimization helps retain traffic and encourage conversions.

C. Conversion Rate Optimization (CRO)

Conversion Rate Optimization (CRO) is the process of enhancing a website to increase the percentage of visitors who complete a desired action. Conversion events can include signing up for a newsletter, starting a free trial, requesting a demo, making a purchase, etc.

It’s all about making the path to conversion as easy and intuitive as possible for visitors.

For fintech websites, CRO is essential for maximizing the effectiveness of traffic, turning more visitors into customers from the same traffic pool.

Some effective CRO strategies include:

  • Clear and compelling call-to-actions (CTAs): Strategically place eye-catching CTAs around your website to encourage conversion. Be sure to use action-oriented and benefit-focused language.
  • Opt-Ins: Set up pop-up CTAs offering lead magnets or special offers. However, ensure these aren’t too intrusive. Pop-ups that don’t cover a lot of the screen or exit-intent pop-ups can be especially effective to keep visitors on site.

    Here’s an example from Ramp (a spending management platform for businesses), where a pop-up offers options to help visitors choose a next step.
  • User-friendly navigation and design: Ensure that it’s always clear how visitors can interact with your site and that it’s easy to find what they’re looking for. For example, make a simple, intuitive menu and incorporate a search function.
  • A/B testing: Perform tests with different copy versions, CTAs, hero sections, colors, and images to see which improve conversion rates.
  • Reducing friction: Wherever possible, try to minimize the steps users need to take to convert. Long forms with too many fields, lengthy sign-up processes, and complex checkouts can be deterrents, for example.

By focusing on these elements, fintech companies can harness the same traffic for a much higher ROI.

Here’s an innovative idea: Affirm (an installment-based payment service) encourages app downloads by providing a scannable QR code in their CTA, allowing visitors to effortlessly transition from desktop to mobile devices.

To learn more about improving your conversions, check out our CRO services.

3. Targeting & Data

By analyzing your past and current customer and lead data, you can identify key trends and behaviors about your audience. This enables you to steer a lead generation campaign and more effectively target future potential leads.

A.  Collecting User Data and Leveraging AI

Customer data collection and Customer Relationship Management (CRM) can help fintech companies assess transaction history, behavior patterns, demographic information, and more. It facilitates a better understanding of your audience and allows you to refine your marketing efforts.

You can also supplement traditional data collection tools with AI-powered ones.

For example, predictive lead scoring uses machine learning to identify and prioritize quality leads based on historical data and behavioral patterns. And AI-powered CRM systems provide marketing automation capabilities, advanced analytics, and offer personalized recommendations.

B. Segmentation 

Once you have some leads and customers in your funnel, you can use customer segmentation to further optimize lead gen.

Here’s how it works:

You divide your existing or past customers into distinct groups based on factors like demographics, transaction behavior, and financial needs.

This will give you an idea of your customer personas, high-converting segments, and how to better communicate with them through your messaging.

Then, you can tailor your marketing efforts and product offerings to each segment’s specific preferences.

This ensures you can prioritize high-converting groups, gaining more qualified leads.

Have a look at this example from Qube Money, a budgeting app:

Notice how they’ve identified couples and families as high-converting customer segments and chose to highlight those groups in their site navigation. When a potential lead arrives on site, they can navigate straight to the part of the site that highlights their needs and solutions.

C. Personalization

You may think personalization is only possible once you’ve already captured a lead and gathered some information about them.

But there is still data you can use before this happens. For example, you can personalize sessions according to:

  • Geographical location: Such as by changing your homepage depending on what visitors from that location are commonly looking for.
  • Time zone: This can be as simple as displaying a “Good morning!” message or something more complex, like customizing product recommendations based on what people tend to be looking for at different times of the day.
  • Engagement history: For example, you can display different content to first-time or returning visitors.

Additionally, you can use this data for retargeting campaigns.

These strategies can make a potential customer feel more confident about proceeding. Beyond lead generation, it can help retain existing customers and encourage account upgrades.

We can see an example of geography-based personalization on the Klarna website.

When arriving on the site from Google, visitors are prompted to select their region and language. Klarna (an installment-based payment app) has researched and A/B tested what customers in different geographies may want, and they’ve created different home pages to emphasize their needs.

For instance, the Canada home page features a CTA for business owners who want to offer Klarna as an option. Meanwhile, the Australia page encourages end-users to start shopping and download their app.

D. Account-based Marketing

Account-based marketing (ABM) is a strategic approach increasingly adopted by fintech companies for lead generation in B2B contexts.

It involves tailoring inbound marketing campaigns specifically to target whole businesses (accounts), viewing individuals as members of an account rather than in isolation.

It’s popular for B2B lead generation because it helps companies connect with key decision-makers who actually have purchasing power.

One great example comes from LiveRamp (a B2B data collaboration platform). In their ABM campaign, they consulted their data to identify their 15 most promising high-value potential leads. Then, they implemented highly-targeted account-based marketing to reach members of those accounts repeatedly across numerous channels.

The result? 
They were able to convert 33% of those potential leads to take a meeting with them. In the next two years, they multiplied their customer lifetime value (CLV) by 25.

4. Boosting Engagement

Fintech companies should invest time in engaging with their audience because meaningful interactions foster trust and loyalty, crucial for growing your customer base.

Additionally, engagement can open doors to valuable insights, feedback, and even partnerships.

Here are some engagement strategies:

  • Referral programs: Encourage existing customers to refer others to your fintech products or services by offering incentives. This attracts new leads by leveraging existing customers’ trust within their networks.

    For example, Revolut (a digital banking app) offers a £50 referral incentive on their <18s plan when users invite friends.
  • Interacting on social media: Actively engage with your audience on social media platforms by responding to comments, sharing valuable content, and initiating conversations. This fosters a sense of community, increases brand awareness, and allows for organic lead generation over time.
  • Responding to reviews: Promptly address both positive and negative reviews on platforms like Google My Business or Trustpilot. Demonstrating excellent customer service and addressing concerns publicly showcases your commitment to customer satisfaction.
  • Attending fintech industry networking events: Participate in fintech conferences, seminars, and networking events to connect with fintech industry professionals and potential leads. This is especially important in B2B.
  • Conducting surveys and polls: Directly ask your audience for their input and feedback so they feel involved in your offering.

5. Investing in Paid Marketing

You have to spend money to make money. 

While organic lead generation can go a very long way, it can still be highly beneficial to invest in paid fintech marketing strategies. The key is to evaluate ROI and not waste resources on low-yield activities.

Now, your paid marketing links shouldn’t lead just anywhere but should take prospects to dedicated pages optimized for lead generation. For example, you can offer lead magnets, which prospects can download after providing their contact information.

Additionally, paid marketing is about much more than just Google ads.

Here are a few highly-effective paid marketing avenues to consider:

A. LinkedIn Ads

LinkedIn ads are a powerful tool for B2B fintech lead generation in particular. 

When creating a LinkedIn ad, the platform offers precise targeting options to reach key decision-makers. You can tailor your ads by job titles, company size, industry sectors, and more.

The platform’s analytics tools further enable businesses to measure and optimize ad performance.

Here’s an example of a LinkedIn ad from Veeam Software, a data protection company:

B. Paid Search Marketing

Paid search marketing, or pay-per-click (PPC) advertising, involves placing ads on search engine results pages (SERPs) to attract potential customers.

To implement this marketing strategy, research and select high-intent keywords your target audience uses. Then, create compelling ad copy and set up campaigns on platforms like Google Ads, bidding on your chosen keywords to appear in relevant search results.

Let’s look into Square (a B2B company that sells payment processing hardware and software) on Ahrefs.

Here are some of their paid keywords:

You can see that some clusters Square targets include:

  • Branded keywords
  • Queries about receiving payments
  • Queries about starting a business 

Paid search marketing ensures visibility to a highly targeted audience interested in financial solutions, driving qualified leads to the company’s website.

Additionally, by monitoring analytics and optimizing campaigns, you can improve ad performance and lead gen ROI.

C. Sponsoring Events & Podcasts

Fintech companies can enhance brand visibility and credibility among targeted audiences by sponsoring industry-specific events and popular podcasts.

Industry events are great for B2B lead generation. They present your offering to a wide audience and invite new interest in your website and digital marketing channels. They also allow for face-to-face networking, where you can answer questions and concerns. You can even collect lead contact information during events or direct them to lead-capturing web pages (E.g., with QR codes).

However, that doesn’t mean B2C fintech companies can’t benefit from event marketing.

For example, PayPal (an online payment system that serves B2B and B2C customers) sponsored the Phoenix Suns NBA team. This means their branding and messaging was visible at all Phoenix Suns sporting events. As a result, PayPal generates brand awareness and may get more of these sports fans to consider their services.

Similarly, investing in podcast sponsorship is an effective lead generation strategy because it helps you get your message out there. There are plenty of fintech-specific podcasts for B2B companies, while B2C fintech brands can sponsor any popular podcast that might have an overlapping audience with yours.

D. Affiliate Marketing

Affiliate marketing for fintech brands means working with partners who help promote the company’s products or services. These partners, called affiliates, earn a commission for every lead or sale they help generate.

How does this help lead generation?

Affiliate marketing is essentially a way to expand your demand generation by having affiliates perform inbound marketing on your behalf. They’ll use tactics like content creation, email marketing, and social media marketing to generate interest and traffic. Affiliates become almost like a lead generation service provider.

This is a cost-effective way to leverage the audience of companies and influencers and reach more people.  It also relieves some of the burden on your internal lead generation team.

A common way fintech companies get started is by creating an affiliate application page on their site. For example, Donorbox (an online donation platform) offers a 15% commission when leads convert to customers.

6. Email Marketing

Email marketing provides a direct and personalized way for fintech companies to communicate with potential and existing customers.

You can use email marketing tools to send targeted lead nurturing content like:

  • Newsletters with industry updates
  • Personalized offers
  • Educational articles
  • Case studies showcasing successful client stories

But how do you get potential leads to opt in for your email marketing?

Email marketing is an excellent way to nurture leads to convert. To generate leads and funnel them into your mailing lists, all you have to do is offer your prospects something they really want or need in exchange.

Here are some tips:

  • Offer lead magnets and exclusive content: Content like whitepapers, eBooks, and budgeting tools can offer a great incentive for prospects to access by sharing their email addresses.
  • Host webinars and events: Prospects can register for your events using their email addresses.
  • Create newsletters people want to read: Think about the kinds of content your prospects would be most interested in. Curate and promote a newsletter that won’t just become another email cluttering their inboxes but something they’re eager to read.
  • Run contests, giveaways, and discounts: Prospects can enter your promotions by providing an email address.
  • Use email for upselling and cross-selling: If a lead has previously purchased a product from you, you can use their email address to target them for other products you offer (E.g., A lead that applied for a credit card could also be sold on a budgeting service).

Here’s a real-world example of a tactic you can use to get more leads to opt in for email marketing:

SoFi (an all-in-one financial services provider) collects lead information from their load pages by offering an interest rate checking tool. This tool acts as a lead generation element that attracts prospects to provide their email addresses so SoFi can add them to the email marketing list.

What’s the Next Step After Generating Leads?

After lead generation, the next crucial step is lead nurturing.

Lead nurturing involves building relationships with each potential customer by providing relevant, valuable information that guides them toward conversion.

This process is essential to ensure your generated leads don’t fall through the cracks. Instead, the goal is to transform leads into loyal customers.

Key lead nurturing tactics include personalized email campaigns, targeted content marketing, timely follow-ups, and engaging social media interactions. In other words, it’s a continuation of your lead generation efforts, but this time focused on sales.

A strong lead generation strategy is the foundation of all of this. But it’s only the first step driving leads toward making a final purchasing decision.

Overhauling Your Fintech Pipeline

Mastering lead generation is not just beneficial but crucial for fintech companies aiming to stand out and succeed in a competitive and fast-paced market.

The tips we’ve mentioned can help you increase brand awareness, increase conversion rates, and sustain customer engagement.

And if you need an extra boost, we’ve got you.

Startup Voyager is an SEO, CRO, and digital marketing agency with specific expertise in SaaS and Fintech. We’ve helped numerous fintech brands boost their lead generation efforts and achieve remarkable results.

Reach out today and let us help you power up your lead generation strategy and take your fintech company to the next level!

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